IDENTIFYING KEY FACTORS AFFECTING ONLINE SHOPPING ADOPTON AMONG UNIVERSITY STUDENTS A CRITICAL STUDY

Abstract

The purpose of this study is to find the factors that affect online consumer shopping behavior. There are various perspectives on these factors from different domains. Marketing emphasizes on factors such as price, merchandise, demographics, culture; information systems focuses on website quality, technology, security, availability of information; Service sector gives importance to quality of process, output and recovery mechanisms. This study has covered all of these perspectives and have included all the factors from these perspective into its model and then have tried to rank these factors to find their relative importance in influencing online shopping behavior. The research instrument was developed from multiple sources whose validity and reliability was checked. The data was collected from 295 respondents of Bahria University Karachi Campus (BUKC). The reliability and validity of data was checked using factor analysis and Cronbach alpha. The data was analyzed using Multiple Linear Regression (MLR) along with correlation and other descriptive statistics. The result showed that the most important factors are service quality, perceived risk, recovery, price, convenience, website factors, and consumer resources whereas Subjective Norms, product variety does not impact significantly in Online Shopping behavior.